Apple Inc will not release first-weekend sales of the newly announced iPhone 7, a spokeswoman for the company said.
The company decided to stop the practice because the number of phones sold during the period has become more a reflection of Apple's supply than demand, a company spokeswoman said, when asked whether Apple will be releasing the figure.
"As we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a point where we know before taking the first customer pre-order that we will sell out of iPhone 7,"Apple spokeswoman Kristin Huguet said.
"These initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers." The company reiterated its financial outlook for the quarter.
Apple launched the iPhone 7 and the iPhone 7 Plus at a San Francisco event on Wednesday.
The new phones feature improved cameras and eliminate the traditional headphone jack in favour of new technology.
Pre-orders will begin in the US on Friday, and Apple will start shipping the devices on Sept. 16.